The mistake that kills most products before they start

When most of us start building products, we begin with an idea:

"I'll build a better project management tool"
"I'll create an AI writing assistant"
"I'll make a simpler analytics dashboard"
"I'll disrupt [insert any industry] by adding blockchain to [insert everyday object]"

We've all been there (heck, I've been there), dreaming up solutions while scrolling through Product Hunt at 2 AM when the business genie seems to strike.

But here's the issue: We're starting with solutions to imagined problems. We're thinking about what to build, how much MRR we expect to make, and what color our lambo is going to be, all before understanding what progress people are actually trying to make.

After years of diving into Reddit threads across different communities, I've noticed something. People don't wake up wanting tools or your business idea for that matter. They wake up wanting to make progress. And the gap between these two mindsets is why most products fail.

Let me show you what I mean. I found someone on Reddit struggling with Facebook ads. At first glance, you might think they just wanted "better ads" or "more sales." But their situation reveals something more specific.

They've tried every tool/solution in the book:

• Writing scripts with ChatGPT and Claude
• Following 20+ YouTube tutorials
• Copying competitor videos
• Testing endless new creatives

And they're getting decent surface metrics:

• Click-through rates between 2-8%
• Cost per click under $1
• 3% conversion rate

But they're still stuck at 1-1.3 ROAS (Return on Ad Spend). In other words, spending $100 to make $100-130. Each attempt leaves them at breakeven or worse.

Let's break this down using a simple framework called CSR (circumstance, solution and result) to understand what's really happening:

Circumstance:

• "I've been running Facebook ads for months"
• "I'm running my bank account thin"
• "Each new test wastes money I can't afford to lose"

Solutions tried:

• "I use ChatGPT and Claude to write scripts"
• "I've watched 20+ YouTube videos on this" (haven’t we all)
• "I try to copy competitors"
• "I keep testing new creatives"

Current results:

• "My CTRs are 2-8% and CPCs under $1"
• "I'm stuck at 1-1.3 ROAS"
• "I can't figure out how to get better at this"

Desired results:

• "I need to get above 2 ROAS to make this work"
• "I want a way to create ads that consistently convert"
• "I need to test new ideas without burning through my budget"

What do you think this tells us? From my perspective, the gap isn't about having better tools or features. It's about discovering a dependable way to make progress. Or in the case of our burnt-out Facebook marketer, it's about making those ads actually profitable.

Most businesses would market their solution like this: "Create engaging Facebook ads with our AI-powered tools and proven templates." It screams "look at how cool I am."

But understanding their circumstances and desired results allows us to communicate more effectively. Maybe even in a better way: "Stop guessing what makes an ad profitable. We help you build a reliable process for creating ads that don't just engage your audience, they deliver consistent returns."

How can you use this?

If you're thinking about your product right now, start with the market:

1. Find relevant Reddit threads in your space. My guides will help.
2. Map out the circumstances people find themselves in
3. List what solutions they've already tried
4. Make note of their current undesirable outcomes and also what they actually want
5. Use this understanding to frame how you can help them progress

Remember: You're not just building a tool, you're creating a bridge between where someone is now and where they want to be. The better you understand both their current situation and their goals, the more likely you are to build something that truly helps them move forward.